Fathers of young children have been urged to make use of new laws aimed at helping parents balance their home and work lives.

The Government called on business leaders to help create a new work culture to tackle the problem of long hours.

A £1 million advertising campaign was launched to publicise new rights for parents of young children to ask their employer for work flexibility.

The law comes into force on April 6 for parents of children under the age of six or disabled children under the age of 18.

Maternity leave will be increased to 26 weeks and a new right to two weeks paid paternity leave will be introduced.

Trade and Industry Secretary Patricia Hewitt said: "It is vital we raise public awareness about the new employment rights if they are to be successful, especially the new paternity rights and flexible ways of working.

"We know flexible working improves recruitment and retention, reduces absenteeism and increases staff motivation."

But the minister said it would take 20 years to change the "deep rooted" long-hours work culture in many organisations, adding parents should not have to wait that long.

She said: "We will only succeed in changing the macho culture if fathers are taken seriously and take up flexible working and paternity leave."

Meanwhile, companies could be offered new tax breaks to encourage them to help workers with childcare costs.

Tax exemptions on workplace nurseries could be extended to cover all forms of registered childcare, including nurseries, childminders, after-school clubs and approved home childcare.

Employers' childcare vouchers could also be free from tax on top of the National Insurance exemption they already enjoy.

Paymaster-General Dawn Primarolo said tax breaks on childcare outside the workplace would be limited to £50 a week per employee.

A consultation period on the proposals will end on May 31.